Selling With MILT
By Andy Paul
Selling with MILT simply means that every interaction you have
with a prospect or customer achieves the Maximum Impact in the
Least Time (MILT) possible. Integrating information content and
speed, otherwise known as absolute responsiveness, into each
step of your sales process, and the customer’s buying cycle, will
help you win more orders in less time.
Sales is a Zero-Sum Game
Every interaction a salesperson has with a client has a zero-sum
outcome. It will be judged by the client to be a winning interaction or a losing interaction. For example, if the salesperson is able
to create value for the customer during a sales call by thoroughly
answering a question or providing additional information content
the client can use to accelerate their decision-making process,
then that would be a winning interaction. On the other hand, if the
salesperson calls the customer without an agenda just to "check
in," then there is no value for the customer and that is a losing
If you, as a seller, pile up too many interactions on the losing
side of the ledger then your odds of winning the business will
Check Off The To-Do List
Your clients are extremely busy. Like nearly every other company in today's precarious economy, they are trying to achieve
more with the same or fewer resources. The impact of this for
sellers has been that customers have precious little time to invest
in buying products or services. To clients, the task of buying a
product or service is nothing more than an item on a to-do list.
And their desire is to remove items from their to-do list as quickly
The other half of the Selling with MILT coin is the customer's
requirement to make a fully informed purchase decision in the
shortest time possible. To help the prospect achieve this goal, the
seller has to consciously plan every sales call, email, and interaction to have the maximum impact; to provide the maximum value
to the buyer, in the least time possible. A sales manager has to
help every salesperson plan each sales call to achieve MILT.
The principles of aiming for and achieving MILT are not found
solely in sales. Chip Kelly, the head coach of the University of
Oregon’s football team, continues to take the next steps in his
efforts to revolutionize the way offense is played in football.
Kelly believes in a football philosophy based on the idea that his
team can dramatically increase the number of points they score
each game by speeding up their pace of play: the more offensive
plays they run, the more points they have the opportunity to score.
Combined with an aggressive offensive scheme wherein every
play is seemingly designed to reach the end zone, each extra snap
of the ball on offense represents an additional opportunity to score
points. In Kelly’s system, each play his team runs on offense is
designed to have the maximum impact in the least time possible
Isn’t that what selling is about? Selling is about maximizing
the number of opportunities you have to score when you have the
ball, meaning: giving yourself the best chance to win each and
every time you have a qualified sales lead.